#martech

A Tasty Approach to Integration Mapping

PHOTO: Hector Alejandro Life’s toughest decisions all have one thing in common: sandwiches. Yes, sandwiches can model just about any conundrum — including the choices inherent to mapping and integrating marketing technology stacks. Too often, our conversations about martech are bland, like freezer bag chicken strips on an aging hamburger bun. And too frequently, marketing teams think of integrations as...

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7 Tips to Improve Your Marketing Technology ‘Request For Proposals’ (RFP)

PHOTO: Marc van der Chijs Most marketers in the hunt for technology take an “informal” approach to assessing requirements as they begin the buying process, according to data from Target Marketing and IBM (download required). Informal or formal, one of the key steps in the MarTech buying process — or any enterprise technology buying program, for that matter — is the...

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Tips for Selecting a Marketing Automation Platform

When selecting a marketing automation platform, it can be hard to ignore the vendor hype. Here are some tips to get the platform your business needs PHOTO: Albie Girl How do you determine which marketing automation platform is right for your business? The answer has become increasingly complicated because more vendors are promising artificial intelligence (AI) and machine learning capabilities, dynamic content...

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A Guide for the RFP Process

PHOTO: Jason Briscoe In the DNA of marketing technologists, there is a “Jerry Maguire Gene.” It makes us fall for marketing technology vendors who appear to “complete us.” We want to tell them “you had me at hello” because they promise the world in the request for proposal (RFP) process.  And then they under-deliver. Picking a vendor based on first impressions...

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The Dirty Secret of the SaaS World: Customer Churn

PHOTO: Nik MacMillan We recently met with an early investor of ours, who shared with us an overriding concern he has with his SaaS portfolio companies — churn. He said to us, “churn is the dirty little secret in the SaaS world. If you could figure out how to reduce churn for SaaS companies that would be really valuable.”   My initial reaction...

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Marketing’s Chicken or Egg Silo Problem

Oftentimes attempts to solve the internal silo problem results in treating the symptoms, not the cause. PHOTO: Jairo Alzate Stop me if you’ve heard this before: “break down silos to create a better customer experience.” This mandate is equal parts grand vision, strategic goal, and, if history has anything to say about it, frustrating pipe dream.  It’s been more than a decade (2004) since Gartner introduced the idea...

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2017 Contributors of the Year: Anita Brearton

Anyone who feels intimidated by the range and selection of marketing tools available on the market have a champion in Anita Brearton. Where others create an aura of FUD (fear, urgency and doubt) when it comes to martech selection, Brearton says, "It's OK, we're all in this together." Brearton is the founder, CEO and co-CMO of CabinetM, a discovery platform for the marketing industry. While software clearly plays a...

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